Sydney, Australia — 4/12/13 — Fast-growing Australian startup incubator BlueChilli has today announced it will acquire startup-specialist digital agency, The New Agency.

Bluechilli CEO Sebastien Eckersley-Maslin said the move was in response to rapid business growth and in accordance with BlueChilli’s goal to expand nationally and internationally in the near future.

“We’ve enjoyed a close, cooperative relationship with the team at The New Agency for more than two years, with a slightly different focus that has meant we’ve never directly competed,” said Eckersley-Maslin. “This has allowed us to see the guys in operation at close range, and we’re excited to be able to bring their knowledge and experience to bear on the growing roster of incubated startups we’re building at BlueChilli.”

“It’s rare to be able to recruit this depth of talent in Australia,” said Eckersley-Maslin. “Tony first earned his ribbons as founder of, the News-owned automotive startup. Alan was one of the founding team behind Yahoo! Australia & NZ (later Yahoo7) and has since built a portfolio of investments in Australian and US tech startups directly, and also through early-stage venture funds Startmate, Pollenizer and Blackbird Ventures”.

At The New Agency, Burrett and Jones have applied lean startup methodology, delivering advisory, marketing and software development services for with Australian startups and larger organisations including AutoGenie, BugCrowd, EmploymentHero, evian, GoThat, GlaxoSmithKline, GPT, InForm, KinderLoop, AAP Medianet, OtherLevels, RecruitLoop, Southern Star, vtalk and The Photo Diner.

“When we established The New Agency only three years ago the goal was to prove we could successfully build lean startup businesses,” said The New Agency’s co-founder Alan Jones. “This decision is a validation of our methodology and skills and we’re both excited about the opportunity to help grow BlueChilli further and faster.”

Alan Jones and Tony Burrett will join BlueChilli immediately as Chief Growth Hacker and Chief Operating Officer, reporting to founder and CEO Sebastian Eckersley-Maslin.

On-going clients of The New Agency will continue to be serviced by BlueChilli after a transition period.

Financial terms of the acquisition were not disclosed and are subject to the achievement of performance goals.

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